OXFORD UK, 5th April 2007
Data released today by market research company Nielsen shows that the apple is enjoying a surge in popularity amidst competition from so-called superfood fruits and more exotic fruits which are becoming more popular with today’s health conscious consumers.
“Total supermarket sales are growing at 7% YoY so the growth we are seeing in apples is ahead of market levels. For such a mature and large category, attaining double digit growth is a significant achievement.” Commented Simon Cox, senior business development manager at ACNielsen.
Figures show that the sales of apples are growing over 10% in the latest year and the market is now worth £610million. Last year sales were flat overall with standard variants in decline and only organic apples showing signs of growth. This year both organic (+10%) and standard lines (+11%) are performing well. Organic varieties now account for 5% of the market, worth £31million.
Cox continued, “We have identified that the consumer today requires foods that are both healthy and convenient and the apple naturally meets both of these criteria.”
Of standard lines Granny Smiths are enjoying a revival with growth of 13% YoY – these now account for 9% of all apple sales in Great Britain with £57 million sales in the latest year. Cox apples have also enjoyed growth (+20%) this year following a poor year in 2005. Worth £43 million in the year to March ’07 sales have increased by over £7 million YoY. Meanwhile sales of the red delicious apple have crumbled for the second year running. This variant sold over £8 million worth in 2005 compared to the latest annual figures of just over £5.6 million.
Of the organic variants, Royal Gala apples are the most popular and in money terms, the fastest growing type with £12.6mil sales in the year to March ’07 an increase of £2.4 million versus the previous year. Organic Pink Lady and organic Fuji apple’s are also growing in popularity with sales of £1.8 million (+7%) and £1.3 million (+25%) respectively.
Not selling so well are standard cooking apples which have declined 7.4% YoY to £19.7 million. Organic cooking apples are increasing in popularity but still represent a tiny segment of the market at £68,000.
“In the coming year I expect to see further increases in organic lines. Though in solid growth, organic apples have not yet reached their full potential and there is plenty of room for growth.” predicted Cox.
About The Nielsen Company
The Nielsen Company is a global information and media company with leading market positions and recognized brands in marketing information (ACNielsen), media information (Nielsen Media Research), business publications (Billboard, The Hollywood Reporter, Adweek) and trade shows. The privately held company has more than 42,000 employees and is active in more than 100 countries, with headquarters in Haarlem, the Netherlands, and New York, USA.
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